Figures of Speech
Epistrophe
End successive clauses with the same word or phrase.
What & why
Epistrophe harnesses the recency effect—the psychological principle that we remember endings most vividly. By placing the same phrase at the end of consecutive clauses, you ensure that phrase echoes in working memory long after you've finished speaking. The repetition creates rhythmic predictability; once the pattern establishes itself, audiences anticipate and mentally complete each sentence, creating a participatory experience. Each repetition amplifies emotional intensity, building toward a crescendo where the final instance carries the cumulative weight of all that preceded it.
Before & after
“Government should serve people. Companies should help people. Leaders should support people.”
“When customers struggle, we deliver. When partners need us, we deliver. No matter what, we deliver.”
When you’ll use it
Rally closing speeches where each point ends with the company mission or values
Benefits presentations where each advantage concludes with the same compelling outcome
Values statements where each principle ends with the core organizational commitment
Pro tip
End each point with your key message. It becomes unforgettable.
Questions & answers
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